Retail Observer

May 2016

The Retail Observer is an industry leading magazine for INDEPENDENT RETAILERS in Major Appliances, Consumer Electronics and Home Furnishings

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RETAILOBSERVER.COM MAY 2016 14 T hrough the Internet, content marketing, and social media, marketers can now reach more people, more economically, and more easily than ever before. These shifts have leveled the marketing playing field, enabling even small fries to take on the big guys and win. But on the flip side: with all the new platforms and social networks to master, budget-crunched marketers have more work than ever. And then, few even know how to use these tools in a way that will actually move the needle without compromising their tight budgets or their sanity. But in GET SCRAPPY: Smarter Digital Marketing for Businesses Big and Small, Nick Westergaard gives readers practical solutions for this pervasive problem. Scrappy is doing more with less. It's acting like an underdog—whether you are or not—with a determined mindset. It's about brains more than budget—so scrappy puts strategy first. Scrappy is using questions to spark social conversations and fuel your content creation. And as readers of this book will see, businesses of any type or size can succeed by being scrappy. GET SCRAPPY demystifies digital marketing so that it will make sense to and for any business. Easy to read and with lots of good examples, the books shows businesses exactly how to do more with less; how to ground campaigns with a simple, smart strategy; how to build a strong brand with something to say; create relevant and engaging content and promote it via Twitter, Facebook, and other channels; generate dialogue with your community of customers; integrate your digital and non-digital channels in a way that unifies the brand experience; and measure what matters. B O O K R E V I E W GET SCRAPPY: Smarter Digital Marketing for Businesses Big and Small Author: Nick Westergaard is the Chief Brand Strategist at Brand Driven Digital, where he works with organizations of all types and sizes—from small businesses to The President's Council on Jobs and Competitiveness—to build better brands online. His thoughts on social media and marketing have been featured in news sources such as US News and World Report, Entrepreneur, American Express OPEN Forum, and more Publisher: Publisher: AMACOM Books RO

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